IKEA awards its creative duties to Dentsu Impact

The brand had called for an elaborate, three-month long pitch process

ETBrandEquity

August 23, 2016, 08:51 IST

Dentsu Impact has bagged the creative mandate for one of the most anticipated brands entering India – IKEA. The Swedish ready-to-assemble furniture brand is set launch in India sometime in 2017, and had called for a three-month long pitch across multiple agencies in India.

Speaking about the association, Ulf Smedberg, country marketing manager, IKEA said, “We are happy to sign up Dentsu as our creative partner in India after a long pitch process involving the best agencies in the country. We have high expectations on ourselves and Dentsu to build a strong partnership in India and use our collective knowledge, creativity and experience to launch IKEA in the most successful way."

Said Amit Wadhwa, president, Dentsu Impact, “Putting the feeling of getting an opportunity to work on this brand is even more difficult than winning the business. We at Dentsu Impact are delighted to work on brand IKEA and can’t wait to get started on this. It was one of the most structured pitch processes that we have ever gone through and the entire team at IKEA has been a delight to interact with. Time to get down to producing some amazing work.”

Soumitra Karnik, national creative director at Dentsu Impact added, “OMG! Look look, I will be creating for IKEA! What could be more rewarding than having been chosen by one of the most creative brands in the world to create their creative communication? We certainly must have done something right. And we did. We were not only very proud of the work we presented but also extremely sure of its potency.”

IKEA is one of the most sought-after and awarded advertisers across the globe.